Observed Signal · Nov 5, 2025 · Partnership · Source: ExchangeWire · Impact: 3/5 · Sentiment: Positive
Catalina and Happydemics Join Forces to Measure DOOH Impact
Catalina, a leader in retail media activation, and Happydemics, an advertising impact measurement expert, have formed a strategic partnership to measure in-store DOOH campaigns. The collaboration aims to provide clearer, reliable indicators to optimize retail media for consumer brands, adding KPI capabilities such as advertising memorization, brand awareness, and perception of brand messages alongside existing metrics like sell-out and incremental, previously used by Catalina and Circana. The alliance promises a 360-degree view from exposure to message to conversion, reinforcing transparency and actionable insights for brands and retailers. Leaders Geneviève Daurat of Catalina and Virginie Chesnais of Happydemics emphasize delivering simple, relevant data to guide strategic decisions and highlight DOOH as a pivotal lever in the attention-driven in-store environment.
Strategic partnership in DOOH measurement for retail media; expansion of KPIs and emphasis on transparency.
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Key Takeaways & Evidence Grounding
- Catalina and Happydemics form a strategic partnership to measure in-store DOOH campaigns.
- New KPIs include advertising memorization, brand awareness, and perception of brand messages, alongside existing indicators like sell-out and incremental metrics tracked by Catalina and Circana.
- The collaboration provides a 360-degree view from exposure to message to conversion.
- Quotes from Geneviève Daurat, Director of DOOH at Catalina, and Virginie Chesnais, CMO at Happydemics, emphasize transparency and actionable data.
- DOOH is presented as a key lever in retail media and the in-store attention battleground.
Connected Companies & Entities
3 Entities mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Catalina and Happydemics Unite to Boost DOOH Measurement
Catalina, the retail media leader in personalised shopper activation, and Happydemics, an expert in advertising impact studies, are joining forces to measure in-store DOOH campaigns. The partnership aims to help consumer goods brands optimise retail media investments by providing clear and reliable indicators. As DOOH grows in importance within retail media, the collaboration will extend Catalina's metrics with new KPIs such as advertising recall, brand awareness, and the perception of brand messages, delivering a 360-degree view from exposure to conversion and its influence on brand image. Quotations from Geneviève Daurat, Director of DOOH at Catalina, and Virginie Chesnais, CMO at Happydemics, emphasize transparency and actionable data. The alliance complements existing measures tracked by Catalina and Circana (sell-out, incremental, etc.) to strengthen decision making for brands and retailers.
Revolutionizing DOOH: Happydemics and Vistar Media Join Forces
Happydemics, a global brand-lift and ad measurement company, has partnered with Vistar Media (part of T-Mobile Advertising Solutions) to provide advertiser-grade brand lift measurement for digital out-of-home (DOOH) campaigns. The integration will deliver recall-based metrics—such as familiarity, ad recall, consideration and purchase intent—within the Vistar ecosystem, allowing campaigns to be measured with statistically robust samples and benchmarked by category, venue and format. The partnership aims to offer a unified, standardised measurement framework across EMEA, North America, Latin America and APAC so brands and agencies can compare DOOH performance across screens, cities and regions and optimise creative and campaign-level decisions.
Retail Media Networks Revive Multi-Touch Attribution
Within a week in September 2026, two major retailers announced new multi-touch attribution (MTA) capabilities for their retail media networks. Albertsons Media Collective launched an incrementality-based MTA built with LiveRamp and piloted by PepsiCo, while Best Buy Ads released its own in-house MTA within My Ads. The author, Kiri Masters, questions the revival given MTA's fall from favor, but analyzes retailer incentives: MTA may serve as a tool to unlock brand budgets, which are larger than performance budgets, by justifying higher CPMs and measuring full-funnel impact. Retailers see demand from shopper marketing teams, but brands and consultants express skepticism about MTA's accuracy, data access, and black-box nature. The article contrasts retailer-owned systems with independent tools like Clerdata, Incremental, Keen Decision Systems, and Circana, and discusses limitations of the Albertsons-LiveRamp partnership, which is grocery-exclusive and excludes Google Search and Amazon.
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